By Sandra Eggers Id like to ask you two questions. Your first question: How many times have you begun reading a brochure only to think to yourself Thats nice. They sure do a lot and then thrown it away? Now, for your second question (and this is only for those brave enough to answer it.) And how many timesdo you think--has someone begun reading YOUR brochure only to think to themselves Thats nice. They sure do a lot and then thrown it away. (If you were brave enough to answer the second question truthfully,chances are, there were more times your brochure was trashed than you would want.) And youre not alone. Most brochure writers and those who hire them think that the way to attract customers is to prove to those customers that youre the greatest company that ever walked the earth. And so the brochure copy goes on, and on, and on, about Established in the year 2 AD, our company has been on the cutting edge ofblah-blah, blah-blah, blah . . . . Bor-ing! Wouldnt you agree? I mean, really, who wants to read some pompous prose about all the accomplishments of XYZ Company from time immemorial? In the back of your mind youre probably saying, So what? Whats in it for me?And if youre saying it . . . perhaps your prospects and customers are saying it, too. Frightening, isnt it? But before you go wrapping fish in all those brochures sitting in your office, vowing never again to mention the word trifold as long as you live, let me share with you a marketing copywriters secret that will have you reeling in your prospects. And that is knowing the difference between features and benefits. You see, when most brochure writers and the people who hire them think our brochure they immediately think Of course its about us. And they begin writing all that long-winded, self-congratulatory, stuffy, pompous prose that really does work better wrapping fish than reeling in prospects. That's because that blah-blah-blah-blah-BLAH prose contains "features. What a feature is, is what you do. For example, in the brochure for Joe Blow Plumbing, it says: we fix leaky faucets. Thats a feature. And thats information, but it doesnt connect with what the prospect needs. It doesnt tell the prospect why its important to fix faucets. And, even more important, it doesnt meet the prospects needs, it doesnt solve the problem for them. It doesnt relieve their pain. So, instead of saying we fix leaky faucets Joe Blows brochure should begin by saying something like Your leaky faucet means your moneys going down the drain. Dont waste another nickel. Call us. Or, an even better example (if this is truly a fact.) For every minute your faucet leaks, youre sending 5-cents down the drain. That means youre wasting $3.00 an hour and $72.00 a day. So dont waste another nickel . . . The last two examples are benefits. And you have just witnessed the magical transformation from feature to benefit and that transformation is powerful. This is what Joe Blows brochure and yours should be packed with piled with benefit, upon benefit, upon benefit. Even when you have to briefly talk about your companys expertise, always frame it in terms of benefits. So to use the Joe Blow example again. Instead of simply saying: In business for 50 years implying your expertise and leaving the reader to say Thats nice,Joe Blows brochure should say something like By hiring us, you get our 50 years of expertise. So we really know how to fix your leaky faucet, fast. See the difference? You are providing them with important information about your business, but youre doing it in terms of benefits. So thats the one thing your brochure absolutely, positively, most definitely needsit needs to be benefit-driven. (c)CSC Group, LLC For more than 20 years and now as founder of Purple Eagle Marketing, Sandra Eggers has been writing persuasive marketing copy for clients both big and small, including CNA Life, the Arthritis Foundation and Holiday Inn, helping them attract more customers, increasing their sales. To hire her for your next project, check out: http://purpleeaglemarketing.com For more practical tips, tricks and information to creating effective brochures even if you cant write check out http://brochurecopysecrets.com Article Source: http://EzineArticles.com/?expert=Sandra_Eggers http://EzineArticles.com/?Business-Brochure-Writing:--The-Importance-of-Benefit-driven-Copy&id=444665 buy phentermine no script
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